{"id":9466,"date":"2023-05-11T14:00:33","date_gmt":"2023-05-11T19:00:33","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=9466"},"modified":"2023-05-08T16:22:11","modified_gmt":"2023-05-08T21:22:11","slug":"mas-del-70-de-los-cmos-no-confian-en-su-modelo-de-marketing-y-ventas","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/mas-del-70-de-los-cmos-no-confian-en-su-modelo-de-marketing-y-ventas\/","title":{"rendered":"M\u00e1s del 70% de los CMOs no conf\u00edan en su modelo de marketing y ventas"},"content":{"rendered":"

El problema reside en que estos dos departamentos no tienen una buena comunicaci\u00f3n debido a que no comparten informaci\u00f3n sobre los clientes.<\/h2>\n

\u00bfConf\u00edan los\u00a0CMOs\u00a0<\/strong>de las empresas y marcas en sus\u00a0planes de marketing y ventas<\/strong>? A esta pregunta responde un nuevo estudio llevado a cabo por\u00a0CMO Council y\u00a0KPMG<\/a><\/strong>.<\/p>\n

Esta investigaci\u00f3n examina la relaci\u00f3n entre las funciones de ventas y marketing y analiza\u00a0c\u00f3mo deber\u00eda evolucionar para satisfacer las demandas de sus clientes<\/strong>. En ella han participado\u00a0m\u00e1s de 300 directivos\u00a0<\/strong>de marketing de varios pa\u00edses.<\/p>\n

Las conclusiones del estudio<\/strong><\/h2>\n

Aunque parezca sorprendente, este estudio explica que la mayor parte de los directores de marketing\u00a0no conf\u00edan en sus equipos de ventas y marketing<\/strong>. En concreto, creen que estos departamentos\u00a0no est\u00e1n preparados para vender con \u00e9xito<\/strong>\u00a0a sus clientes en el ecosistema digital.<\/p>\n

\u00bfEl problema? Seg\u00fan los\u00a0CMOs<\/a>\u00a0que han participado en esta investigaci\u00f3n, el problema reside en que estos dos departamentos\u00a0no tienen una buena comunicaci\u00f3n\u00a0<\/strong>debido a que\u00a0no comparten informaci\u00f3n sobre los clientes\u00a0<\/strong>entre ambos, ya que algunos de estos datos\u00a0provienen de otras fuentes\u00a0<\/strong>que no comparten ambos departamentos.<\/p>\n

En datos, m\u00e1s del\u00a070%<\/strong>\u00a0de los profesionales del marketing\u00a0no se sienten muy seguros de su modelo actual de ventas y marketing\u00a0<\/strong>para vender de manera eficaz a los clientes a trav\u00e9s del ecosistema digital.<\/p>\n

\"\"<\/figure>\n

El\u00a061%<\/strong>\u00a0de los CMOs afirma que el uso de diferentes tecnolog\u00edas entre los departamentos de marketing y ventas est\u00e1\u00a0frenando una mejor alineaci\u00f3n entre ambos departamentos<\/strong>.<\/p>\n

Ante esta insatisfacci\u00f3n por parte de los profesionales del marketing, el\u00a053%<\/strong>\u00a0de ellos asegura que tiene previsto\u00a0centrarse m\u00e1s el a\u00f1o que viene en la integraci\u00f3n de los datos<\/strong>\u00a0sobre el recorrido que realiza el cliente.<\/p>\n

En este estudio, adem\u00e1s, los directores de marketing de empresas y marcas aseguran que el control de los datos por parte de otros departamentos de su organizaci\u00f3n es un\u00a0obst\u00e1culo para acceder a ellos<\/strong>.<\/p>\n

Dada la insatisfacci\u00f3n de los CMOs, este informe les invita a ceder el control de los datos de los clientes a un\u00a0\u00fanico organismo<\/strong>\u00a0que se encargue de aportar esta informaci\u00f3n a todos los departamentos de la empresa.<\/p>\n

Otros datos<\/strong><\/h2>\n

En cuanto a los datos que comparten los departamentos de marketing y ventas dentro de una empresa, los profesionales del sector aseguran que son la\u00a0segmentaci\u00f3n de clientes y la fijaci\u00f3n de objetivos\u00a0<\/strong>(63%), la\u00a0planificaci\u00f3n del marketing y la estrategia<\/strong>\u00a0que llevar\u00e1n a cabo (60%) y \u00fanicamente la\u00a0gesti\u00f3n de clientes potenciales<\/strong>\u00a0para la empresa o marca (50%).<\/p>\n

Seg\u00fan este informe, es clave que ambos departamentos\u00a0se relacionen y compartan datos<\/strong>\u00a0en una misma empresa. \u00abLas ventas y el marketing tendr\u00e1n que\u00a0redefinir su relaci\u00f3n<\/strong>\u00a0para posibilitar nuevas v\u00edas de compra centradas en el cliente. Esto requiere una forma totalmente nueva de colaborar en la estrategia y los datos de los clientes, las iniciativas, la tecnolog\u00eda, las actividades y las m\u00e9tricas\u00bb, explica el director ejecutivo del\u00a0CMO Council<\/a>,\u00a0Donovan Neale-May<\/strong>.<\/p>\n

Donovan Neale-Mat asegura que las claves para construir una relaci\u00f3n s\u00f3lida entre ventas y marketing incluyen \u00abla copropiedad de la estrategia y los datos de los clientes, la agilidad y la capacidad de transmitir perspectivas de datos en tiempo real y el\u00a0empleo de las tecnolog\u00edas adecuadas<\/strong>\u00a0para compartir\u00a0m\u00e9tricas\u00a0<\/strong>y garantizar una comunicaci\u00f3n coherente\u00bb, indica.<\/p>\n

Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/mas-70-cmos-no-confian-modelo-marketing-ventas<\/div>\n","protected":false},"excerpt":{"rendered":"

El problema reside en que estos dos departamentos no tienen una buena comunicaci\u00f3n debido a que no comparten informaci\u00f3n sobre los clientes. \u00bfConf\u00edan los\u00a0CMOs\u00a0de las empresas y marcas en sus\u00a0planes de marketing y ventas? A esta pregunta responde un nuevo estudio llevado a cabo por\u00a0CMO Council y\u00a0KPMG. Esta investigaci\u00f3n examina la relaci\u00f3n entre las funciones […]<\/p>\n","protected":false},"author":52,"featured_media":9467,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-9466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"\nM\u00e1s del 70% de los CMOs no conf\u00edan en su modelo de marketing y ventas | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/mas-del-70-de-los-cmos-no-confian-en-su-modelo-de-marketing-y-ventas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00e1s del 70% de los CMOs no conf\u00edan en su modelo de marketing y ventas | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"El problema reside en que estos dos departamentos no tienen una buena comunicaci\u00f3n debido a que no comparten informaci\u00f3n sobre los clientes. \u00bfConf\u00edan los\u00a0CMOs\u00a0de las empresas y marcas en sus\u00a0planes de marketing y ventas? 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